This brand is me: A social identity based measure of brand identification

Tildesley, Amy E. and Coote, Leonard V. (2009). This brand is me: A social identity based measure of brand identification. In: 36th Annual Conference of the Association for Consumer Research, San Francisco, CA, United States, (627-628). 23-26 October 2008.

Author Tildesley, Amy E.
Coote, Leonard V.
Title of paper This brand is me: A social identity based measure of brand identification
Conference name 36th Annual Conference of the Association for Consumer Research
Conference location San Francisco, CA, United States
Conference dates 23-26 October 2008
Journal name Advances in Consumer Research - North American Conference Proceedings   Check publisher's open access policy
Place of Publication Duluth, MN, United States
Publisher Association for Consumer Research
Publication Year 2009
Sub-type Published abstract
Open Access Status Not Open Access
ISBN 9780915552597
ISSN 0098-9258
Volume 36
Start page 627
End page 628
Total pages 1
Language eng
Abstract/Summary This paper purports that strong consumer-brand relationships may be attributed to theories of social psychology, namely, social identity and self-categorization theory. The basic premise of these theories is that individuals group within society to achieve meaningful self-definition through intergroup homogenization and intragroup difference (Tajfel 1978, 1982). Social psychologists have historically applied these theories to an organizational context (Brown et al. 1986; Hogg and Abrams 1988) and concurrently, organizational behaviorists adopted theories of social psychology to explain desirable employee behavior such as employee citizenship and conscientiousness (Ashforth and Mael 1989; Bergami and Bagozzi 2000; Cheney 1983). Thus, organizational identification has received much academic attention in recent years (Dutton, Dukerich, and Harquail 1994; Pratt 1998; Riketta 2005; Van Dick 2001). Following this and entering the realm of marketing, Bhattacharya and Sen (2003) introduced the concept of consumer company identification and posit that individuals, regardless of formal membership ties, are able to identify with companies.
Keyword Organizational identification
Q-Index Code EX
Q-Index Status Provisional Code
Institutional Status UQ

Document type: Conference Paper
Collections: ERA 2012 Admin Only
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Created: Sun, 10 Jan 2010, 10:09:56 EST